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Entwicklung eines crossmedialen Produktes für den Bayrischen Rundfunk

Entwicklung eines crossmedialen Produktes für den Bayrischen Rundfunk

          
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About the Book

Projektarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Rundfunk und Unterhaltung, Note: 1,7, Hochschule Mittweida (FH), Veranstaltung: Cross Media, Sprache: Deutsch, Abstract: Der Begriff Cross Media ist sehr schwer zu definieren. Viele Experten haben sich daran versucht, aber eine allgemein gültige Definition ist bisher noch nicht veröffentlicht worden. Um also den Begriff Cross Media begreifen zu können, ist es wichtig die unterschiedlichen Definitionen näher zu betrachten. Danach muss man entscheiden welche Definition einem selbst weiterhilft. Im Folgenden werden drei Definitionen untersucht und miteinander verglichen, um den Cross Media Begriff festzulegen, der dieser Arbeit zugrunde liegt. Richard Crux von der Deutschen Post AG versteht Cross Media als "die Nutzung von verschiedenen und aufeinander abgestimmten Kommunikationskanälen zur Bewerbung eines Produkts oder einer Dienstleistung." Darauffolgend erwähnt er die Wichtigkeit der neuen Medien, insbesondere der Möglichkeit im Internet, also online, die Kunden zu erreichen. Abschließend sagt er, dass man bei jedem Medium die "spezifischen Stärken" nutzen muss, um den bestmöglichen Erflog auf dem Markt zu erzielen. Die zweite Definition ist von Jürgen Müller von der Bertelsmann AG. Dieser legt fest, dass beim Einsatz von Cross Media-Strategien nur die "relevanten Medien" eingesetzt werden müssen um bei der gewollten Zielgruppe, den gewünschten Effekt zu erzielen. Da jede Zielgruppe eine unterschiedliche Vermischung der genutzten Medien aufweist, ist es wichtig sich genau an diese Kanäle zu halten, um sichergehen zu können, dass die Zielgruppe auch erreicht wird. Er spricht demnach von einer Zielgruppenerhöhung. Die Dritte definierte Peter Schmandt von der J-Point AG. Dieser bezeichnet Cross Media als den "abgestimmten Einsatz" der unterschiedlichen Kommunikationskanäle um eine Addierung der Werbewirkung zu erhalten. Die Nutzung der verschiedenen Kanäle ist also effektiver, als die volle Aus


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Product Details
  • ISBN-13: 9783656535270
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656535272
  • Publisher Date: 13 Nov 2013
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 54 gr


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Entwicklung eines crossmedialen Produktes für den Bayrischen Rundfunk
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Entwicklung eines crossmedialen Produktes für den Bayrischen Rundfunk
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